Redesigning product packaging is a tricky project that can cost your brand both time and money, if you are not careful. For this reason, it is best to get an idea of what your goal of the package redesign is. Do you want to go through the redesign because sales are slipping or because the label goes unnoticed?
Keep reading for some questions to consider before undergoing a package redesign.
Reasons for the Redesign
When undergoing a package redesign, you need to consider what your goal is. What are the expectations from the change? Some common reasons are a decline in sales, delisting products, and a desire to get a larger market share. It may have been some time since the last product packaging refresh.
Look at your product and the package you already have. What pops up at you right away? When you consider the redesign, what is your ‘why?’ Take the time to really go down this tunnel and brainstorm all the reasons you are considering redesigning the package.
Category and Brand Research
You need to perform research to understand your consumer, the category your product is in, and what branding you are going for. Does your current package reflect your brand? Does your current package stand out on the shelf?
Answering these questions helps you identify your target market to hone in on what they expect from your products. It will also lead you to different ideas for your packaging and help you identify factors that need to be changed and what should be left alone.
Brand Connection
When going over your redesign, consider what emotional response you want from your clients. You should start an emotional connection with a good packaging design. You can make use of design elements to convey what your brand is and what the personality and core values of the company are.
Use your package to convey whether your brand supports vets, the humane society, or hearing-impaired children, for example. These bits of information can help you connect to a customer looking at your product.
Transparency
When you go through a package redesign, you want to ensure you are offering your potential clients the chance to learn about your product and brand’s image. The package is the ideal place for information about the company, the product, and the brand’s image. If your brand sends a portion of profits to kids overseas or dolphins, the package is the place to place this information as well.
Keep the font clear and bold and make the label interesting. This will help encourage repeat sales.
Design Testing
When you go through the redesign process, you should create a prototype run. This provides the right situation for you to test your new packaging design and see how it is received. Perform a small test run and take some surveys on what your clients thought of the product and the package.
There are many reasons a company goes through a package redesign. Knowing your business’ reasons for the redesign will help you stay focused on the goals of the new package.
